Google Ads Lead Forms Assets

Google Ads Lead Forms Assets

For the past 12 months, mobile web traffic has been surpassing desktop traffic, and as consumers are using multiple devices to browse the internet, they are expecting a seamless experience across devices. This is the reason user experience focus is important for any business’s success.

Google originally announced its lead form assets (which are formerly known as extensions), and today they are available for many campaigns.

Google Lead Form Assets

As per the Google definition, “Lead forms help you in generating leads by letting people submit their information in a form directly in your ad.” A lead form can be created in your current Google Ads account, attaching it to the desired campaign.

Instead of being taken to your company’s website when your audience engages with your advertisement that includes the ad asset, they are asked to fill out a form.

Who Should Use Google Lead Form Assets?

Lead form assets benefitting most B2B companies or any business looking to generate leads. In addition, if your company does not have the resources (time, expertise, money) for improving the website experience, Google is leading form assets that may be for you.

Lead form assets are available for campaign types, and Google lead form assets work in different ways depending on campaign type: search, discovery, display, and video.

Lead Form Asset Requirements

Lead form assets are allowed on Search, Display, and Discovery ad types, and they are currently in beta for Video ads. There are a few requirements for quantification to use this asset type:

A good history of compliance policy with Google

Be in an eligible vertical or sub-vertical

A privacy policy for your business

Over USD 50k lifetime spend in Google Ads

Google lead form assets are not allowed in all verticals. However, some vertical exclusions include sensitive verticals, sub-verticals of sensitive verticals, and affiliate networks. Only first-party advertisers or third-party agencies are permitted to run lead form assets.

Lead form assets are only eligible to serve in specific countries. However, if an ad is served to an audience in an ineligible country, they will not be able to view the lead form.

How To Set Up Lead Form Assets

Creating a new lead form asset does not require a ton of extra time or effort, but you have the option to create a new asset at the account level, within an existing campaign, or while creating a new one.

for existing campaigns, click into the campaign and then Ads & Assets on the left-hand side>select Lead form within the asset section>click the blue “+” sign for creating a new lead form asset>add a headline, description, and business name, as required>you can now choose questions you did like the user to answer in your form>select atleast one option to continue

Google is providing qualifying questions in many verticals to gain as much information as you need for qualified leads. These qualifiers are broken down by auto, business, education, general, insurance, jobs, real estate, retail, and technology.

Optimizing Lead Form Assets

As your lead form has been created, you can now have the option to optimize for the following options: lead volume and lead quality.

The decision about knowing which option to choose should be made solely on the business goals and intention of the campaign. Capturing as many leads as possible (top or middle of funnel), optimizing for lead volume would be the best option. The option may get you fewer qualified leads.

Spending dollars as efficiently as possible to get the most qualified leads, then optimize more qualified leads should be chosen. This will get you better quality but at a potentially higher cost per lead (CPL) and fewer leads overall.

Use of Lead Form Assets with Smart Bidding

For using Google Lead Form assets, campaigns must use a conversion-focused Smart Bidding strategy. The campaign must include a Google lead form conversion goal to be optimized towards, even if the campaign is optimizing toward other types of conversions.

Reviewing Lead Form Data

Reviewing lead form data deals with reading and analyzing your lead submission information. Google is currently giving you two options to capture your leads: manually downloading them from the interface and creating a webhook integration to automatically import lead data into a CRM.

If you are manually downloading leads, then do remember that Google only allows downloading within 30 days of submission. It is important to monitor incoming leads, allowing a prompt follow-up. Google is also providing the option for automatically exporting lead form data for up to 60 days to a CRM using the Google Ads API.

Creating A Webhook Integration

Webhook integration allowing automatically sending of information from one app to another using a unique URL. Creating a webhook integration to link your YouTube lead form to your customer relationship management (CRM) software. Adding a webhook integration to your lead form enables receiving your leads in real time.

Ways for generating the webhook URL and key are creating the webhook integration and, secondly, using a third-party integration.

Google is allowing third-party integration, Zapier, to help integrate leads seamlessly. Zapier is a cost-effective way to take the hassle out of more complex technical solutions that are needed for successfully automating your lead nurturing process.

At last, once the webhooks have been set up, verify the data. This step should not be missed to ensure that your automated solutions are working.

Conclusion

Various options like using Google Ads Lead Forms Assets in search, display, YouTube, or Discovery are worth testing out. Combining Smart Bidding with lead form assets, you may see higher conversion rates and more closed deals by introducing a seamless experience.